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首页> 外文期刊>Journal of Business Research >Assessments of country of origin and brand cues in evaluating a Croatian, western and eastern European food product
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Assessments of country of origin and brand cues in evaluating a Croatian, western and eastern European food product

机译：评估克罗地亚，西欧和东欧食品时对原产国和品牌线索的评估

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摘要

The economic and social changes occurring in the former socialist and communist countries of Central and Eastern Europe point to the need for more intensive consumer-based market research. This paper reports on a study of young Croatian consumers' attitudes towards a foreign and domestic product of a single low-involvement food product category (chocolate). The roles that country of origin (COO) and brand play in the consumers' purchase decision process are of particular interest. The research findings indicate some consistency in the way consumers structure their assessments of country of origin, brand and price cues in their evaluation of a Croatian, Western and Eastern European food product (chocolate).
机译：中欧和东欧前社会主义和共产主义国家发生的经济和社会变化表明，需要进行更深入的基于消费者的市场研究。本文报告了对年轻的克罗地亚消费者对单一低消费量食品类别（巧克力）的国外和国内产品态度的研究。尤其感兴趣的是原产国（COO）和品牌在消费者购买决策过程中所扮演的角色。研究结果表明，消费者在评估克罗地亚，西欧和东欧食品（巧克力）时，在构造其对原产国，品牌和价格线索的评估时，存在一定的一致性。

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